One-Person Rule

A common mistake when writing web copy is writing to a large audience as a unit. The problem with this approach is that the copy loses its personal touch.

Typically, the person reading your web copy is alone on their computer. There isn't a large group of people huddled around the computer monitor. So it makes sense to make your copy speak to one person. Doing so personalizes your copy and makes it stronger.

For instance, I used to be a member of a Toastmasters club, which is a club that meets weekly to practice public speaking. One of the most important rules I learned was eye contact.

But the eye contact rule I learned didn't mean to look at the audience as one big unit -- a common mistake. Toastmasters teaches you to look at each audience member individually. You spend 3-10 seconds making eye contact with one person, then you move on to making eye contact with another audience member for about 3-10 seconds, and so on. By doing this, your speech becomes more intimate and personalized.

Just like in public speaking, your web copy should “speak” to only one person.

So when you write, avoid words like “all of you” or “everyone.” Instead, use the word “you.” “You” speaks to only one person.

But a key point to apply the One-Person Rule is your mindset. If you have the right mindset, you'll naturally write to only one person.

For instance, there's a blogger, with a very popular blog, who wrote in one of his posts that when he writes, he imagines himself on a stage speaking to a large audience. This is a mistake. Naturally, many of his posts spoke to his readers as though they were one large unit. His posts spoke in a one-to-many tone instead of a one-to-one tone.

Luckily, having the right mindset to write in a one-to-one tone is easy. Simply imagine one of your prospects and write to him or her. Avoid imagining a large audience as you write.

To imagine your prospect, list as many details as you can about him or her. Write down your prospect's income level, gender, age, habits, fears, desires, and beliefs. As you write down each detail, the picture of your prospect becomes clearer.

Use that picture and write to your prospect individually. By doing so, you'll apply the One-Person Rule to your copy.

So remember to apply the One-Person Rule to your copy. Your copy will be stronger and more personalized.